product page

Use content to connect your social batteries to social landing pages and get customered. Improve your social media conversion rate. Read on

They friend you. They fan you. They pin you. They follow you.

BUT how often to they customer you? How often do they buy, subscribe, or register? How often can you get your fans and followers to convert?

When you get customered, your business grows, you gain another social influencer, and you get proof that your social media strategy is delivering what your social network wants.

They Like Me

They “liked” Me

BUT

Customer Me

They didn’t “customer” me.

Getting customered is an important part of the social media life cycle, and it’s also one of the trickiest. First, you need to recognize the potential within your social networks.

The possibilities Within Your Social Networks: Improving Your Social Media Conversion Rate

Social Media Battery Drawing
Your social networks store potential, like a battery stores voltage. What you need to do to charge your social battery:

  • Get Noticed
  • Get Liked
  • Get Followed
  • Get Connected

Sounds great, right? But, how do you hook up to the juice that turns that potential into leads and revenue? Tapping this potential requires that you connect your social battery to something of interest to both you and your social aficionados.

Use Content for Wires

As you know, there is a plethora of content out there and it comes in many forms. Content might be blog post links on Twitter, contests on Facebook, and product pictures on Pinterest. Without the content, no one is going to find their way back.

Many of us already have content strategies for our social networks, but what gets people to customer us when they visit? How can we get engage our customers?
Content. Content drives engagement.

Connect Them to Your Landing Pages

Unfortunately, once read, content is quickly dismissed. No matter how great your content is.

Keep in mind that most visitors spend only a few seconds on a new site deciding whether to engage further with the content or to click the “Back” button. So if your landing page is forming the bridge that introduces your new visitors to the rest of your site’s content, it’s vital that this page be as compelling as possible in getting new visitors to investigate further.

What is the next step for me as a visitor and potential customerer of your business?

The secret is to treat your content pages as social landing pages.

Landing Pages and social Landing pagesA landing page is a single minded page designed to do two things:

  1. Keep the promise made by the link that was clicked.
  2. Get the reader to do something that benefits them and your business.

A Social landing page, then, is a single minded page designed to:

  1. Deliver the content promised.
  2. Get the reader to customer you.

Both pages have content that delivers on a promise and a call to action that entices readers to do something wonderful.

Where do Social Landing Pages Live?

Social media landing pages live anywhere you are drawing social visitors.

  • Your blog content pages have the content, but do they have the call to action? Is the call to action where it can be seen? – Add calls to action in or near the content.
  • Your email signup pages have the call to action, but do they have the content that makes signing up appealing? – Give subscribers a better reason to sign up than “Get on another mailing list.”
  • Your lead generation pages, offering gated content have the call to action, but do you talk about the content you are offering, or do you talk about our company and your products instead? – Any page to which your friends, fans and followers might come in search of education or entertainment qualified as a social media landing page.
  • Product pages on eCommerce sites, are another frequent social media landing page. The call to action is invariably there: Add to Cart.

Ask yourself the following questions about your social landing pages:

  • What content topics generate the most engaged visitors?
  • Will more visitors comment if you simply ask them to?
  • Where should your conversion beacons be: in the sidebar column, before or after the post or in the copy?
  • What offers draw more clicks on your conversion beacons?

The Anatomy Of A Great Social Landing Page

Unlike its counterpart, the social landing page isn’t focused getting on one action from a visitor; it has to manage four different kinds of conversion. Do your social landing pages manage all four?

Social media strategies have become a boon to search marketers. Social media builds backlinks from authoritative sites, creates a stream of keyword-rich content and drives direct traffic to key pages.

While the “media” part of social media is almost completely free; the “social” part is quite expensive.

The “social” part of social media requires generating a steady menu of content and participating in the conversations generated around that content.

“Social” media isn’t cheap, but the things we do to generate great search engine results—creating content, encouraging conversations—are exactly the things that boost conversion rates and drive sales. This is what readers of this column are interested in.

Increasing conversion rates around social media requires that we change our tactics. I’m going to introduce you to the “social media landing page” and show you why you need to use this proven tool.

A different kind of conversion

For most of us, there is one kind of conversion. It happens when a visitor to our site fills out a form or completes a purchase. It is when a stranger becomes a prospect and a prospect becomes a customer.

In the realm of social media, a conversion can be quite different.

Dave Evans, in his book Social Media Marketing: An Hour a Day defines three stages that a social influencer must go through to create word-of-mouth messages for our businesses.

He starts with a small number of individuals who have purchased our products or services. Ironically, we have to “convert” these customers into users of our products, so that they have the authority to speak about our offering. We then help them form an opinion of us—preferably a favorable one—with the ultimate goal of getting them to talk about their experience.

We will also want to give those that hear these messages a way to interact with us.

Needless to say, a traditional landing page isn’t going to get us there. These pages are designed to entice action long after the post-purchase process has run its course.

Unlike its counterpart, the social media landing page isn’t focused getting on one action from a visitor; it has to do more.

Don’t worry: you probably see social landing pages every day. See if you can guess where I’m going with this.

Conversion to user

The social media landing page must educate a customer on how to use your product or offering in their situation. Therefore, the page must have an educational component.

Articles, videos and reviews with a “how to” or “10 ways to” orientation are classic examples, and you’re probably already generating such content for your search strategies.

Conversion to opinion-holder

It stands to reason that, if someone uses your product or service, they are going to form an opinion of it. However, studies tell us that “social proof” can often override personal experience in our perceptions. Therefore, a social landing page should expose the opinions of others.

Testimonials are the time-honored tactic for communicating social proof, but savvy social networkers want more specific, transparent and relevant commentary from people in their social graph. The social landing page must expose social gestures—comments, retweets, subscriptions and “likes”—to influencers seeking to make a statement with their opinion.

Conversion to talker

Once someone in authority has formed an opinion of our brand and offering, our landing page must provide them with a way to spread their message. Fortunately, there are myriad ways for visitors to our landing page to share their opinion, from comments to TweetMeme buttons.

Have you identified a page design that provides all of the moving parts outlined here? If you said a blog, a forum or a Facebook page, you are right on target. Each of these provides opportunities to educate visitors and allows influencers to spread the message through comments and posts.

Conversion beacons bring new visitors full circle

All of this will do little more than grow our social graph. How do we get new visitors—those influenced by our customers to consider our offering?

Conversion beacons tell visitors how to start interacting with us. These are classic offers, ads or forms that will often lead to traditional landing pages. These form the link back to the traditional sales funnel.

It is the conversion beacons that offer us a measurable way to calculate ROI, as these drive new leads and purchases.

Optimize your social landing pages and boost your social media conversion rate

Now that you know how important these pages are, give your blog or Facebook page another look.

Every good conversion scientist knows that testing is the quickest way to get better at online marketing, and the same is true for social landing pages. However, social landing pages aren’t as easy to test as traditional landing pages.

In my next column, I’ll show you the tools and tactics I use to measure the effectiveness of my social media marketing campaigns.

Original article on social media landing pages was published on Search Engine Land

Remember that these are Social Visitors

Given that your visitors are coming from a social network, they will be more likely to want to see social content with the product information. You should oblige them.

  • Consider star ratings and reviews for your products.
  • Use social proof. How many others have customered (bought) this product? How many friends, fans and followers do you have?
  • Don’t invite them to become a friend, fan or follower. They already are. The only choice they should have is to customer you.

It’s one thing to get people to friend, fan, follow, and flatulate. It’s quite another to get them to customer you. Use content to connect your social batteries to social media landing pages and get customered.

Images by Brian Massey
The Conversion Scientist Podcast


“Getting Customered: Improving Your Social Media Conversion Rate” was recorded at Engage Mexico 2013 in Puerta Vallarta.
Can’t get enough? Download our Get Customered: Social Media Conversion Rate PowerPoint Presentation.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

World Market Opacity What parts of your ecommerce product page are seen in the crucial first seconds of a visit?

What’s the worst and the best thing that could happen to your e-commerce site?
The answer is that a Conversion Scientist tried to buy something from you.
It’s good because, we are very likely to write about our experience. It’s bad because we are going to point out what you’re doing wrong.
We recently tried to buy some stand-up desks for some of the team here at Conversion Sciences. Like so many shoppers, we found ourselves paralyzed by choice.
In true Conversion Scientist form, we decided to collect some data to help us with our choice. We compared desks at National Business Furniture, Rakuten and World Market. However, our decision to buy was based on how their product pages performed, not on price and features.
We invented the game Product Page Roulette.
Find out which site won our dollars (and probably the dollars of many other visitors) in my Marketing Land column An Expensive E-commerce Game: Product Page Roulette.


Subscribe to the Podcast

Please Click to Tweet one of these

Why the @WorldMarket site is winning the ecommerce game.
Tweet: Roulette is a game of chance. Your product pages shouldn’t be a game of chance. http://ctt.ec/0Kv4R+ @bmassey via @MarketingLand
Tweet: The job of the product page is to provide what the visitor needs to decide to “Add to Cart.” http://ctt.ec/bN7e1+ @bmassey
Tweet: Eye-tracking simulators estimate what an eye-tracking study would tell us without the expense. http://ctt.ec/n5EGO+ @bmassey
Tweet: When your marketplace offers a spectrum of prices and features visitors are paralyzed by choice. http://ctt.ec/96a3c+ @bmassey
[sitepromo]

They friend you. They fan you. They pin you. We love our social media tribes.
But how often to they customer you? How often do they buy, subscribe, or register?
When you get customered, your business grows, you gain another social influencer, and you get proof that your social media strategy is delivering what your social network wants.
Getting customered is an important part of the social media life cycle, and it’s also one of the trickiest.
I’m going to do a deep dive on getting your business customered at Engage Mexico in beautiful Puerto Vallarta, November 14-17.
You should be there.

The potential in your social networks

Social Media Battery Drawing
Your social networks store potential, like a battery stores voltage.

If you’ve been actively building your social networks, you have stored potential, like a battery has stored voltage. How do you hook up to the juice that turns that potential into leads and revenue.
Tapping this potential requires that you connect your social battery to something of interest to both you and your social denizens.

Use Content for Wires

Ultimately, you discharge your social batteries the same way you charged them. You use relevant content presented in a ways your crowd likes to get it.
Content might be blog post links on Twitter, contests on Facebook, and product pictures on Pinterest. Without the content, no one is going to find their way back. They just stay potential.
Many of us already have content strategies for our social networks, but what gets people to customer us when they visit?

website with wires drawing
Use social media landing pages to get customered

Connect them to your Landing Pages

Here’s where you need to start thinking like your visitors. Once read, great content is quickly dismissed.
What is the next step for me as a visitor and potential customerer of your business?
(Customerer??)
The golden secret is to treat your content pages as social media landing pages.
A landing page is a single minded page designed to do two things:

        

  1. Keep the promise made by the link that was clicked.
  2.     

  3. Get the reader to do something that benefits them and your business.

A Social Media landing page, then, is a single minded page designed to:

        

  1. Deliver the content promised.
  2.     

  3. Get the reader to customer you.

Both pages have content that delivers on a promise and a call to action that entices readers to do something wonderful.
NOTE: If you are building an email list, you get customered when you get subscribered. Think about it: the visitor is paying for content with their contact information.
NOTE 2: “Subscribered” is the last time I will verbify a noun in this article.

Where do Social Media Landing Pages Live?

Social media landing pages live anywhere you are drawing social visitors.
Your blog content pages have the content, but do they have the call to action? Is the call to action where it can be seen?
Add calls to action in or near the content.
Your email signup pages have the call to action, but do they have the content that makes signing up appealing?
Give subscribers a better reason to sign up than “Get on another mailing list.”
Your lead generation pages, offering gated content have the call to action, but do you talk about the content you are offering, or do you talk about our company and your products instead?
Don’t talk about yourself like a socially awkward freak.
Any page to which your friends, fans and followers might come in search of education or entertainment qualified as a social media landing page.

Remember that these are Social Visitors

Product pages on ecommerce sites are another frequent social media landing page. The call to action is invariably there: Add to Cart.
Given that your visitors are coming from a social network, they will be more likely to want to see social content with the product information. You should oblige them.

        

  • Consider star ratings and reviews for your products.
  •     

  • Use social proof. How many others have customered (bought) this product? How many friends, fans and followers do you have?
  •     

  • Don’t invite them to become a friend, fan or follower. They already are. The only choice they should have is to customer you.

It’s one thing to get people to friend, fan, follow, and flatulate. It’s quite another to get them to customer you. Use content to connect your social batteries to social media landing pages and get customered.

Customered Credit Please customer me!

Tweetables

Tired of getting friended, then nothing? Get customered!
Your social networks store potential, like a battery stores voltage.
The golden secret is to treat your content pages as social media landing pages.
Images by Brian Massey

imageThese are the stories that caught my eye last week. If you are a curious marketer looking to learn more about conversion, please subscribe my weekly recommended reading list, For Further Study.

The Product Page 2012: 7 Must-Test Elements

Feb 27, 2012 08:22 am

@TheGrok  says “Test your product headline to be benefit oriented as opposed to just product name.” I hadn’t considered that. Good lists always tell you something you hadn’t thought of and Bryan has such a list for Online Stores and Publication sites who feature their offerings on Product Pages. Product pages are the money pages on your site, and are one of the first places to look for optimization opportunities.

read more

The Shocking Truth About How Web Graphics Affect Conversions

Feb 27, 2012 01:14 am

@KISSMetrics – David Ogilvy is experiencing something of a renaissance these days as his experience and research in offline marketing are proving true in online marketing. And we need him. Images are an abused medium on the Web, and this article points out mistakes that you are probably making.

There are some real nuggets here, such as “Captions under images are read on average 300% more than the body copy itself” Ask your designer what research he has for his decisions.

This is an important article, and you should read it before you blindly follow the advice of lazy designers.

read more

Every week I share with you the articles and posts from the world of online sales conversion that educate and inspire me. It is offered to you for further study.

How To Build a High Converting Landing Page: Rules, Process and Critique – ConversionXL

Nov 18, 2011 12:02 am
Here’s a good check list for designing a landing page.
Tags: landing page landing pages
read more

Email marketing frequency and cadence defined | DMA Email Marketing Council Blog

Nov 15, 2011 09:54 pm
@tawatson This is a smart way to look at email frequency, or cadence by comparing it to a British telephone ring. I especially like having a “maximum time between emails.”
Tags: email frequency email marketing
read more

PubCon: Social Media Conversion Optimization with Brian Massey | Search Engine Journal

Nov 15, 2011 02:35 pm
This is a nice summary of my @PubCon Masters Group Training. You can watch the free 14 minute video of my PubCon “Social Moonshine” presentation at http://conversci.com/vuh8
Tags: conversion social media optimization apps landing pages
read more

A New Way to Create Urgency and Social Proof on Product Pages « Get Elastic Ecommerce Blog

Nov 13, 2011 10:43 pm
While this article focuses on urgency and social proof, take a look at the way this Ruby Lane product page is designed.

  1. Price is prominently displayed
  2. Add to Cart button is high on the page
  3. Shipping is handled before entering checkout
  4. The product description is near the hero shot (and well written)
  5. Several high-quality photos are provided.

All are above the fold or close to it. Are you working this hard to help your visitors buy?
Tags: product pages conversion shipping e-commerce abandonment social proof
read more

They buy your “communication product” first.

Look at any product description on any website. Peruse any brochure. You will find a list of features designed to tell you why the product will do the things you need it to do to solve your problem.

Imagine a marketing department run like a product development department. How would that change the focus?

Communications Products are the first purchase

They will probably have a check mark next to them.

What you will not find on these lists are features like these:

  • A helpful website so you make the right decision
  • Informative reports and white papers offered free of charge
  • An active Facebook page full of the opinions of our users
  • A well-labeled box placed in the right part of the store so you can easily find it

How a product or service communicates is not considered an important feature. This is why marketers — who develop the communication features — struggle to keep their staff and budgets during a downturn. This is why Chief Marketing Officers (CMOs) don’t have a seat at the executive table with the CEO, President, COO and CFO.

To the executives, marketing doesn’t create products or sales. Marketing is a cost center.

Prospects actually become customers when they buy your communication products

The first purchase a prospect makes from your company is a communication product. It is the flyer, brochure, website, report, article, press announcement, blog post, webinar, etc. that you provide, ostensibly to help them understand how your product will help them solve a problem or entertain them.

They only occasionally pay with money. More often, they pay with their time, their attention, or with their contact information to continue the conversation. Since they don’t pay with money, marketing never shows up on the bottom line. It’s always seen as a cost.

Now, if a customer is satisfied with their “purchase,” they become a repeat customer taking more communication products. They also buy your company’s offering — for real money. Sales will get credit for the latter.

The mistake marketers make is creating communication products that are only focused on persuading prospects to buy the money-based products. How would things change if they focused on building great communication products instead?

The New Marketing Department

Imagine a marketing department run like a product development department. How would that change the focus?

Marketing DepartmentCommunications Products Department
Develops campaignsDevelops products that communicate (educate, inform and entertain)
Creates promotional contentCreates relevant, educational, or entertaining content
Targets product usersTargets influencers, approvers and gatekeepers as well as product users
Watches marketing metrics and buzzWatches time spent with the “products,” customer satisfaction, repeat “buys”
Has a websiteProvides online services to help prospects solve their problems
Creates a competitive matrixCreates better communications products than competitors (who are stuck with a marketing department)
Prepares “messaging” and approved copy matricesDiscovers new ways to help their communications product customers
Stays “on brand”Improves the brand with great communication experiences
Bases budgets on the cost of campaignsBases budgets on the feature set needed to win in the communications marketplace
Builds brand with frequency and relevanceBuilds brand by frequently helping prospects find information they are looking for
Segments the marketplace and creates targeted messages for each segmentCreates buyer personas for their communication products, and then delivers the products that serve them

This list could go on. What would you add? Tell us in the comments.

I’ll be talking about how buyer personas drive bigger marketing budgets at ProductCamp Austin on Saturday, August 15. Come out and let’s talk about great communications products.

Photo courtesy lusi

Is Flavia going to help us get some x’s, o’s and some !’s?

Happy Valentines Day from Conversion Sciences and Flavia

Happy Valentines Day from Conversion Sciences and Flavia

It’s time for another special ConversionCast compliments of our friends at Flavia. We look at the three strategies that will make or break an eCommerce site:

  • Categories
  • Product Pages
  • Checkout Process

We also take a hard look at their Home page.
Flavia has one thing going for them: they have metrics installed. In fact, they are double covered with metrics from Omniture Site Catalyst and Google Analytics. This means they know if a change will make a difference in their sales.

Will their customers be their Valentines by buying their products? I’ll try to find out for you.
Brian Massey's social graph
You can submit your site or landing page for a ConversionCast. Don’t miss our ChristmasCast if you’re into Holiday conversion.
“Valentine” courtesy Daniel Adam Johnson via the Podsafe Music Network

In this ConversionCast™, we take a look at academic software and hardward eCommerce site Gradware.com, an academic software and hardware eCommerce site.

What are the key strategies you want to get right if you’re running an eCommerce site? I offer my opinion in the workshop “Identifying Your Key Conversion Strategies,” which you can listen to free. You can also subscribe to The Conversion Scientist Podcast for more on conversion and Web strategy.

ConversionCast- eCommerce Site Gradware

ConversionCast- eCommerce Site Gradware

The eCommerce Web Site Pattern

When we’re looking at an eCommerce Web site pattern, we want to focus on the following key strategies:

  • Product Pages
  • Category Navigation
  • Transaction or Shopping Cart

For this ConversionCast, we don’t have the time to dive into the purchase process, so we’ve focused on the Home Page, Product Pages and Category Navigation.

Tell us what your eCommerce site offers in the comments below.